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Résumé

With the advent of liquid modernity, the society of producers is transformed into a society of consumers. In this new consumer society, individuals become simultaneously the promoters of commodities and the commodities they promote. They are, at one and the same time, the merchandise and the marketer, the goods and the travelling salespersons. They all inhabit the same social space that is customarily described by the term lsquo;the marketrsquo;.